The multidisciplinary character of the area has long been recognized by
consultancies who employ the skills of experts drawn from different disciplines.
This multidisciplinary approach may also be usefully applied by management
academics in order to provide knowledge that is based on a more intense
dialogue and greater cross-disciplinary research. Marketing has the potential to
make an important contribution in this respect since marketing is expanding
into new areas which have direct and indirect links to corporate identity such as
social marketing, marketing of services and the recent interest in corporate
branding.